i imagine if you were to try to -- if everything shifted to, as you said, economies of scale to bigger production, that would put a lot of the guys you were talking about out of business. >> yeah. >> yeah. >> if i could just -- well, two things. one, it's not easy to grow pharmaceutical-quality cannabis. it's really difficult to grow. and for the scale they're talking about, there's -- if you look at the wine business for sort of a model, there's always going to be $2 chuck, and there's going to be $2shwag, guarantee it. but for people that doesn't necessarily get you stoned but gets you high and tastes like lemonade, which super lemon haze would be that one -- [laughter] those strains are going to cost more. the small farmers will end up being, like doug said, like boutique wine makers and stuff. so i think there's going to be both of those things happening. but it's not easy to grow really good weed. trust me, i've tried. [laughter] >> the -- well, tell us, mark, you wrote about the cannabis cup and a situation in amsterdam. explain how it works there and how you see that could be ad